Moeve, formerly known as Cepsa, has introduced a new brand identity designed by Landor. The rebrand marks the company’s shift toward cleaner energy solutions and supports its 2030 Positive Motion strategy, which focuses on sustainable mobility, green hydrogen, and biofuels. The new name and logo reflect this transition while keeping the company at the forefront of Spain and Portugal’s fuel and charging network.
This change goes beyond just updating the name—it represents an evolution toward environmentally responsible energy. Moeve is inspired by movement and transition, echoing the Spanish word “mueve,” which means “moves.” It reflects the brand’s focus on mobility, innovation, and sustainability.
The old Cepsa logo featured a bold red symbol of four arrows forming a dynamic cross, symbolizing strength and energy. The typography was angular and slanted, reinforcing a sense of motion and power.
The new identity takes a softer, more fluid approach, representing the company’s move toward clean energy and advanced technology. The letter “m” is designed as a distinct monogram that subtly resembles an open door—symbolizing new possibilities in energy.
The custom typeface, Moeve Sans, features smooth, rounded letterforms, giving the brand a more modern and approachable feel. Unlike the previous structured and rigid font, the new typography is designed to feel human, welcoming, and forward-looking.
The bold red from Cepsa’s past has been replaced with Moeve Blue, representing openness, innovation, and the connection between sky and sea. This signals the move away from fossil fuels toward cleaner energy sources.
Beyond the primary blue, the brand now includes a flexible color system that adapts across digital platforms. This ensures a consistent identity in corporate materials at fuel and charging stations.
The refined logo, updated color palette, and modern typography reflect the transformation while staying connected to its legacy. The company continues to drive the energy future through this evolution, combining innovation with environmental responsibility.